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Unit 2: The Agricultural Professional's Role

To be effective in this role, advisors and agents need to understand what motivates farmers and ranchers, to learn what their goals and objectives are, and to gain their trust. Developing this kind of working relationship takes time, and there is no simple recipe for making that happen. But there are several important principles that can help facilitate the process:

• Honor confidentiality

• Stay focused on how to help the farmer

• Show respect and empathy

• Follow through on commitments and promises

• Stay in touch with the farmer to check on their progress.

The reality is that effective extension work is often as much about social interaction as it is technical advice. This is a central aspect of helping farmers and ranchers work toward greater sustainability.